Here are three common obstacles to branding:

1. I feel like I’m the best-kept secret.

2. I want more of the right clients.

3. I want a brand that makes me truly unique.

Read: Ensure you’re recognized instantly

Here’s how to overcome them:

1. Start with a compelling story

Good speeches by presidents and CEOs include their life experiences to make them more relatable. They will sometimes include quotes from other mentors and leaders to confirm or back up the message or objective. These stories are used as analogies to create impact, enroll others, get their point across and be memorable.

Read: What makes a great logo?

So figure out why you do what you do and convert it into a compelling story for you business. Were there events, circumstances or situations in your past that made who you are today? Was there a mentor or a motivating comment that impacted how you relate to life?

Do this before creating and implementing your brand and your marketing materials. This is similar to an advisor uncovering her client’s situation and objectives in order to develop an effective financial plan.

2. How does a story become a brand?

Once your story is in place you can now build your core brand. Apply your story to your corporate identity. Examples include your logo, slogan, descriptor, corporate image, mission statement, and intro talk.

Read: Banks dominate list of Canada’s top brands

3. Strategic plan

List the different marketing tactics you would like to implement (e.g. business cards, letterhead, brochure, PowerPoint, thank-you cards, etc.). Create an implementation schedule based on your priorities and budget. For instance, your business cards are probably top priority so create them first. Thinking about this strategically is important so you don’t implement tactics without a plan on how to use them.

Read: Shaping your brand

4. How will this help?

Advisors who have compelling stories, powerful brands, and marketing plans say:

    • They feel more confident communicating their uniqueness and value.
    • They are clear about the actions needed to attract and keep clients.
    • They have a strategic plan that lets them know what marketing tactic should be implemented.
    • The have a brand that helps the team communicate value and stay on message.
    • They feel less stressed about their futures.